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The Importance of Variety in Email Campaigns

October 26, 2011  

Have your email campaigns gotten into a rut?

When you bombard subscribers with the same basic message over and over again, your offers start to lose their power—even when they herald the tantalizing discounts and free shipping that customers typically crave.

Consider the case of one hapless retailer, which sent Brendan Regan this series of breathlessly subject-lined messages in a brief, six-day time-span:

  • WOW – Extra 25% Off Coupon Code SITE WIDE Fall Super Sale (+Free Shipping)
  • Get Your BOOTS BOOTS BOOTS – Extra 25% Off Coupon Code SITE WIDE Fall Super Sale (+Free Shipping)‏
  • 25% OFF EVERYTHING COUPON CODE Super Sale VERY LIMITED TIME (+Free Shipping)
  • 25% OFF EVERYTHING COUPON CODE Super SALE Ends TOMORROW (+Free Shipping)

Writing at the FutureNow blog, Regan offers this critique of the campaign strategy:

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